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					       AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS

   INTRODUCTION TO THE NICHE
                                                Part Three – Section One
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

Think about the niche you have selected and identify every unique need or trait this niche may have.
What do the people in this niche have in common? What unique needs do they all have that the entire law
firm will want to be aware of and stay on top of?

       UNIQUE NEEDS                                                                         DESCRIPTION
Attorney Educational Needs:                      Property law, Land use (Williamson Act in CA), Real Estate transactions
                                                 Basic understanding on how seasonal agricultural production works
                                                 Farm Subsidy rules and how to use LLC’s or corporations as general
                                                 partners in a farming operation so that the farmer can do asset protection
                                                 planning without leaving any FSA money on the table.
                                                 How to draft a structured buy out, or what the Academy has called an
                                                 “Enhanced Living Trust” in the past. CCC on this?
                                                 Understanding of how farmers finance their farming operations.
                                                 IMPORTANT FOR FUTURE GENERATIONS TO INHERIT THE LAND
                                                 BECAUSE FINANCING MIGHT NOT BE AVAILABLE.
                                                 Use of multiple entities to own farmland and equipment, separate from the
                                                 farming operation.
                                                 What does “fair to children” mean; “fair” doesn’t necessarily mean “equal”.
                                                 What is equal, since the farming children are basically inheriting an
                                                 occupation whereas non-farming children inherit a legacy?
                                                 Role and importance of life insurance
                                                 GREAT EVENT TOPIC OR GUEST SPEAKER
                                                 Nobody in farm community has LTC insurance
                                                 Land Rich / Cash Poor
                                                 USDA Sites Cash Rent Data, Conservation Reserve Program cash rent
                                                 data would help with Legacy Land Trust
                                                 Qualifying for farm land for special use valuation for estate tax purposes
                                                 22A
                                                 Conservation Easements

Special Document Language                        Carolyn Thompson’s Legacy Land Trust – in MIGIT
Needed for this Purpose:                         Buy Out agreements between heirs
                                                 Structured buy-out




Introduction to the Niche                                                                                                                              Page 1 of 6
      UNIQUE NEEDS                                          DESCRIPTION
                               Losing the farm, no successor to operate family business, conflict among
Consumer Fears in this Area:   heirs

                               Maximizing FSA subsidies

                               Creditor claims

                               How to be “fair” to all children when less than all of them are involved in
                               the farming.

                               Medicaid, LTC – losing farm to pay for all that

                               2nd Marriages

                               Privacy

                               Nobody in the family is farming any more – what’s the rental plan

                               Communication or lack of communication causes CONFLICT

                               Son-in-law’s the farmer...

                               Americans live longer, grandpas 85, kids 60s, handing the farm to the kids
                               in the 40s... the kid has no equity in the farm yet and he’s 65.

                               Control – and how is transferring the control, what’s the plan stan

                               Excluding non-farming children from ownership of the farm would be
                               improper. Consumers need to understand why it is not good for non-farm
                               children to have a farm ownership interest

                                  DESCRIBE THE PROSPECT
Age                            50-70
                               Male: There are women in farming, and women who are married to
Sex
                               farmers. I think sex is immaterial.
                               Married: I think marital status is immaterial. I have farmer clients who are
Marital Status
                               not married.
Geographic Location            Anywhere
Number of Children             More than one
Number of Grandchildren        Varies
                               Farmer – Man – Owner – has no LTC --
                               2nd/3rd Generation Active Farmers will drive process to get parents in for
                               the plan
                               Women/ Spouse of the farmer
                               Farm Credit Credit




Page 2 of 6                                                                               Introduction to the Niche
Identify the “key contacts” that you will need to work through in order to move forward with
gaining referrals or setting up niche seminars with this niche (List as many contacts as possible)

Farm Bureau

University Cooperative Extension Service (Ag Advisors)

Local Agricultural Bankers

Production Credit Associations

Commodity Cooperatives (Almond Board, Western United Dairymen, Tree Fruit Association, Mild and
Dairy Board, etc.)

Insurance Agents

Crop seed sellers

Fertilizer sellers

Elevator operator

Property/Casualty insurance agents

Farm Bureau

County Extension Agent

University / Community College Ag departments

President of the small local bank

Ag Realtors

Auctioneers

Appraisers

Churches

Grange Halls

Farm Implement Companies

General Practice Attorneys in rural communities

Farmer Expo – panel of speakers aimed at farmer issues

List Broker

Dinner’s On Us – HUB CLIENT

Breed Associations



Introduction to the Niche                                                                 Page 3 of 6
List all possible ways that you could be introduced to this niche (You could be introduced by
specific people—name those people, you could ask specifically named clients to introduce you—
name those clients, you could be sponsored by business owners—list the business owners, you
could cold call specific people or businesses—list them)

Attend Farm Bureau meetings, business membership is approximately $300 and gets you an article

in the local farm newspaper, banquet tickets, non-voting attendance at meetings, weekly display ad in

farm newspaper

Ag Advisors

Bankers

Board members of cooperatives

Insurance Agents

Local Coffee Shop

Introduction by existing farmer clients is very good

Public seminars still work if you hold them in the rural community you are reaching out to, and don’t

conflict with planting time, harvest time, or tilling time.

Articles or ads in local newspapers, offering a free report on planning for farmers

Approach farm machinery dealers about sponsoring a seminar for their farm clients

Join the Farm Bureau! Nationwide gives premium discounts to policy holders who join the Farm

Bureau.

Find the local banks that farmers use and offer a seminar.

Contact insurance agents who specialize in farmer’s type of insurance

Equipment Company Seminar sponsored by John Deere?

Ford Dealer – selling trucks

Large Animal Vets

CPA clients




Page 4 of 6                                                                           Introduction to the Niche
What tools do you need for your initial stages of moving this niche closer to referrals or private
seminars? (Letters, brochures, articles, webinar topics, slide presentations, seminar handouts, books, gifts, etc.
get creative)

Letters

Brochures, with horror stories of losing the family farm in probate

Articles in local Agricultural publications

Short < 45 min. slide presentation to be shown at a lunch meeting

Small, durable padfolio/pen to put in ranch truck

Pocket protector

Hats (baseball cap style with name/logo)

Wall calendar with Agricultural theme

Buy a table (10 lunch tickets) at the annual Scholarship Luncheon (every Farm Bureau has them)

Updated full seminar with marketing materials

Marketing materials that not only address estate planning for farmers, but asset protection for farmers

and maximizing FSA subsidies. (By operating as a general partnership, each partner gets subsidies.

Partners can be LLC’s; LLC’s cannot be the farming entity, however.)

Message from the Founder about farmers on newsletter

Video on website or seminar with sad story... Parman’s story, or Gina’s story




Introduction to the Niche                                                                                Page 5 of 6
HOW DO YOU WOW these key contacts?

Offer to come to their farm/ranch

Dress the part (nice jeans, boots, jacket) – makes them more comfortable than a 3 piece suit

Demonstrate knowledge of farming/ranching (if any)

Share stories of “growing-up on the farm”

Firm handshake

Offer a good value for product/service

DO NOT try to B.S. them or “dazzle” them. Plain folks appreciate plain talk!

Attend a couple of Farm Bureau meetings before the seminar to gain face recognition

Be sincere and listen to their needs

Work around their seasonal needs

Shock and awe package geared toward farmers and ranchers



Notes




Page 6 of 6                                                                        Introduction to the Niche
       AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS
            NICHE CONTACT AGENDA / GAME
                       PLAN
                                               Part Three – Section Two
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

Once you have gotten the introduction with your key contact, what does the agenda for the
initial contact, meeting, call or lunch EXACTLY look like? What is the script?

     1. Share my story, build credibility list of all the pain I’ve seen in my clients...

     2. Discuss practice

     3. Discuss opportunity for an “education” seminar focused on members

     4. Show copy of rural marketing slides from Academy – POINT OUT THE PAIN SLIDES

     5. Discuss advantages of planning for farm succession – BRING UP SOME PAIN OR FEAR

     6. Offer to buy lunch at meeting (sandwiches, chips, drinks)

     7. Commit to $300 business membership

     8. Attend a couple of meetings before seminar

     9. Explain your experience with farmer clients and your understanding of their unique needs

What “special offer or offers” could be made for this particular niche? How many different
offers can you think of? Do the offers benefit the key contact or the consumer? (Example:
Because I don’t have to advertise, I’m happy to give the audience we work with a $350 credit that will
be donated on behalf of the client or this pet store to the local humane society.)

Certificate for Credit on Legacy Plan

Package deal for entire family, multiple generations

Donation to local 4H and FFA organizations

Donation to Farm Bureau Scholarship fund

Include free DocuBank

Include free Precious Gift CD

Offer ICE plan for young adult children

Offer a family meeting for no cost



Niche Contact Agenda / Game Plan                                                                                                                       Page 1 of 2
COI Discount on a plan

No product sales at this seminar

BBQ sandwich seminar

Harvest Dinner



Notes




Page 2 of 2                        Niche Contact Agenda / Game Plan
       AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS
       THE “BUTTS IN THE SEATS” PLAN
                                             Part Three – Section Three
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

Once the private seminar date is selected there is a lot of work to do! These details will be
ironed out in your conversations with your key contacts:

                      DETAIL                                                                                PLAN
                                                               Farm Bureau or who ever is the sponsor. But the law firm must
Who is inviting the guests?                                    prepare the mailing to assure quality control and
                                                               appropriateness.
                                                               Direct Mail targeting (per acres or livestock type)
                                                               COI Mails invitation
                                                               YOU mail the invitation --
                                                               YOU WRITE invitation
What type of invitation will be used?                          Letter (nothing fancy!)

What type of follow-up will take place                         Phone call by staff with reminder of meeting
after the initial invitation is received?                      Masonic Lodge
                                                               Restaurants
                                                               Show Room
                                                               Churches
                                                               Libraries
                                                               Banks
                                                               Schools
                                                               City Hall – govt buildings may not allow public seminars
                                                               Grange Hall
                                                               Community Center / Senior

                                                               School of Agriculture classrooms
                                                               Farm Bureau Newspaper
                                                               Local newspapers, radio stations
                                                               COI could include the meeting place?
                                                               VFW


  The “Butts in the Seats” Plan                                                                                                                      Page 1 of 2
               DETAIL                                                    PLAN
Are there other places that this           American Legion
seminar will be announced?                 If bank, have it included with monthly statements
(Church bulletin, your website, the
website of the host or sponsor,            Newsletter insert – COI or you
newsletters, etc.)                         Email Announcement
                                           Radio / Newspaper
                                           City volunteers / flyer or poster in every business (Community
                                           Volunteers)
                                           Trade magazines
                                           Veterinarian Newsletter (Or CPA)
                                           12 Weeks before desired seminar date – create the plan
                                            Set up meeting with COI – determine seminar dates based on
                                           when farmers/rancher are not in the field and when they have
                                           money
                                           Create agenda for the meeting – CLOSE AT THE MEETING
                                           (plant seeds for repeat seminars down the road).
                                           Decide who invites the guests and the details around where the
                                           seminar is held
                                           Make facility arrangements
                                           Determine Web copy
                                           Customize the seminar (sponsors logo included?) get supplies
                                           ready
What is the timeline for the preparatory
steps listed above?

                                           Farm Bureau Office
Where will the seminar be held?
                                           Attorney – either way
Who pays for the invitations?
                                           Facility is free, attorney buys food (sandwiches, chips, drinks)
Who pays for the facility and the food?
                                           The Farmer/Rancher, Farm Bureau staff (referral source)
                                   Personal touches – real, constantly taking note of what’s going
How and Who can be “wowed” in this on with the contact, keep notes... create a relationship....
process? (Consumers? Key Contacts?
Other related professionals or
contacts?)


Page 2 of 2                                                                             The “Butts in the Seats” Plan
      AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS
     PUBLICITY AND ADDITIONAL AWARENESS PLAN
                Part Three – Section Four
Group Name Farmers and Ranchers Call Group #1 ......................................................................................
Focused Niche Farmers and Ranchers...........................................................................................................
What efforts or tools can be used to make the public aware that you are the go-to firm for this niche?

                    MEDIA                                                               MESSAGE
eAlert                                                FARM ALERT – FARM BLOG
Web Blurb on Your Website                             Helping farm families preserve the legacy and protect the farm
                                                      Micro Website
                                                      Front page announcement
                                                      Press release (online release)
                                                      Other professional site – release
                                                      GWA posted on farmer topic – posted to the COI site
                                                      LINK to other professionals... feature as ENDORSED
                                                      CONTACTS
Other Efforts                                         Newsletter insert, message from the founder
                                                      Weekly paper (county seat)... bi-weekly article on EP for farmers
                                                      Writer for OTHER NEWSLETTERS (Chamber, Rotary, church
                                                      bulletin)
                                                      Small ad in small papers – offering free farmer report
                                                      LOOK LOCAL – participate in local activities or topics
                                                      Have a local office OR use a local professionals office...
                                                      CE and CLE to attys, insurance, CPAs

                                  NICHE RELATED ONLINE ARTICLE TITLES
1.     Check American Farm Bureau Federation Web site for links
2.     PROTECTING YOUR FARM FROM MEDICAID
3.     Keeping Your Farm in the Family
4.     Keep the Cattle in the Family
5.     Will your kids fight over the farm?
6.     How To Divide Your Farm... Is Equal Always Fair?
7.     Will Uncle Sam Inherit Your Family Farm?
8.     Will your son-in-law get the farm... after the divorce?
9.     Can Litigation Destroy Your Dream (or your farm)
10. Using Insurance to Save the Farm... and your family
       AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS

                                   SEMINAR TWEAKS
                                                Part Three – Section Five
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

How can the seminar be fine-tuned to WOW this niche or to have the audience feel like it is
especially addressing their unique needs?

Use Rural Marketing Slides ( need to update pictures)

Spell out a script, supporting story ideas or slide ideas that you would incorporate into your
presentation

Focus on split of family farm, who is going to run the farm?

How will other children be bought out?

What happens when planning is not done…

Asset protection and why the farm should not be owned outright; benefits of owning equipment in

other entities; how to create partnerships of LLC’s and increase farm subsidies

Share my story (Gina):

      Raised on a cattle ranch, Gina graduated from California Polytechnic State University in San
      Luis Obispo where she majored in Agriculture Business Management. Gina learned firsthand
      the effects of failing to plan when her rancher father was killed in a vehicle accident without
      any planning documents in place, requiring her to probate her father’s extensive estate,
      including business and cattle operations. Rounding up the cattle from the foothills took 20
      ranch hands 3 days. Every single piece of equipment had to be inventoried and appraised.
      Some of the equipment was borrowed from neighboring ranchers and had to be sorted out
      and returned, so it would not be counted as part of the estate. The probate took 4.5 years
      and the family had to sell everything at auction for a lower than market price, including Gina’s
      prized Hereford production cow.

      Great story! Not all Members have such a personal experience to share. How’s about a video
      by Gina that we include in the seminar, that explains her story, and how it motivated her to
      help other farmers avoid the mistakes of her family? (If you don’t have the personal
      experience, then borrow it!)

Customize the seminar in small ways for the group...go more rancher route than the existing farm

route if appropriate. Speak to the market place (make sure you know about that area) Serve Local

foods.



  Seminar Tweaks                                                                                                                                     Page 1 of 1
AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS

                                 NEXT NICHE STEPS
                                                 Part Three – Section Six
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

It's not over when the seminar ends! You've just gotten started. you have your foot in the
door now, what happens next?

What follow-up after your seminar will take place with the key contact?

On-going contact with Farm Bureaus staff.

Attend meetings, ask for feedback, “Hey, what did you think?”

Drip marketing / continuous contact (which shows up on your calendar) (work in questions YOU call

them to ask)

ADDITIONAL BUSINESS

         Could have ADVANCED PLANNING SEMINAR as part 2

         Could have repeat of basic planning for additional people in their client base

         Could ask for the introduction to counterparts across the territory

         Lay groundwork for how referrals work

How do you recognize the key players that helped create this opportunity? How many
different ways can you come up with to THANK the key contacts? (Lunch, gifts, gift certificates,
added discount for services)


                                                    KEY CONTACT THANK YOU’S
Farm Bureau staff                                                                  Starbuck’s morning coffee pack delivered ($12.00)
Bar ethic rules apply                                                              Take to lunch
Bagel or donut drop                                                                Box of candy for the office
Gas Card and thank you note                                                        50% off their plan




  Next Niche Steps                                                                                                                                   Page 1 of 2
What is the next thing that will happen with this niche? List steps taken before the seminar
and after the seminar, annotate the timeframes that you will focus on these steps. (Additional
seminars on new topics? Repeat the same seminar in 6 months? Additional locations? Special
newsletter? Creation of an interest group in your eAlert database? Special communication just for
people interested in this niche?)


                                        NEXT NICHE STEPS
                            Before Seminar                                              Timeframe
Get Intro to Farm Bureau Executive Director or President                    4 mo. out
Meet with key contact                                                       3 mo. out
Attend Farm Bureau meetings                                                 2-3 mo. out
Newspaper article (introducing topic and seminar reminder)                  6 wk. out
Invite letters                                                              4 wk. out
Reminder calls                                                              1 wk. out


                             After Seminar                                              Timeframe
Newspaper article (written by farm reporter covering meeting if possible)   First wk. after
Follow-up calls




What steps take place after the seminar to put these future events on the marketing calendar?

Arrange annual seminar with Farm Bureau staff. Figure out best “season” to hold seminar. Cannot

be during Harvest season for any single agricultural commodity group.




Page 2 of 2                                                                                   Next Niche Steps
       AMERICAN ACADEMY OF ESTATE PLANNING ATTORNEYS

    REFERRAL GENERATION PLAN
                                              Part Three – Section Seven
Group Name Farmers and Ranchers Call Group #1 ............................................................................................................
Focused Niche Farmers and Ranchers..................................................................................................................................

Referrals can be individuals referred to the firm to address this particular niche need, or you
could be referred to a speaking engagement. How do you plan to generate this activity?

           Referral Type                                                                     Generation Plan
Seminar                                          Evaluation Form
Consultation                                     Evaluation Form
Seminar                                          Young Farmers and Ranchers group (age 25-35)




Script out how you raise the topic of sending referrals to your firm:

Is there anyone else you can think of who would benefit from our services?



Where and when do you discuss referrals in this niche process?

Post-plan production.



How do you or how will you track the referrals you get?

Counsel Pro




Referral Generation Plan                                                                                                                               Page 1 of 1

				
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